They're not just selling Bibles

Religious bookstores are thriving in the area despite the competition

It's a setting that resembles Barnes and Noble, from the copper-cushioned sofa and two soft arm chairs to the coffee counter in the back.

But, this isn't your typical friends' lounge and literary conglomerate. It's The Wonder of Truth Christian Store, one of five religious shops in St. Augustine maintaining a thriving business.

"People just come in because the atmosphere is rejuvenating," said David Johns, co-owner of The Word of Truth, located off State Road 312. "We're like a Christian Barnes and Noble."

That may be true in atmosphere, but not in financial gain.

Barnes and Noble Inc., reported a $283 million profit for their quarter ending May 4, and Misty James, community relations manager for Barnes and Noble in Jacksonville, said inspirational and religious material are a big part of that.

"It's one of our top selling categories," said James, noting that sales in this category have increased since Sept. 11.

But, it's the selection of Christian products and the heart offered by small Christian bookstores that keep Jonahs like The Word of Truth from being swallowed by bookstore whales such as Barnes and Noble.

"They're not going to get the heart that we have anywhere else," said Johns, of customers searching for a Christian resource store.

"We have people who just come and hang out," he said. "And, we've had people as far as Daytona and Gainesville who come just for this store."

Marge Fischer, manager of the Bell Tower Gift Shop hidden within the divine walls of the Cathedral de San Marco{????}, said sales for her shop have increased 20 percent from sales this time last year.

"The inspirational market is really booming," said Fischer, who also said she has seen a rising interest for inspirational material since Sept. 11.

Fischer said her shop caters to a tourist clientele because of its location, rather than a traditional consumer market.

"We're more of a museum store," said Fischer of her shop that has been in business for 17 years. "The main reason we have a shop is so that we can keep the church open for tourists."

Though the clientele they have may be different, the common thread between the two stores is the desire to serve as a reference and ministry resource.

The business philosophy behind The Word of Truth is to meet the community's spiritual needs by providing an answer or direction for whatever question motivated a person to enter the store.

It's a philosophy that has kept the store in business since its opening 10 months ago, and it seems to be a philosophy shared by Fischer.

Fischer said her shop also acts as a reference center for people with questions about things other than the Cathedral itself and is sometimes called the interpretive center by one priest.

Johns said that serving more than just merchandise is what keeps small stores like his operating. It's a business that goes beyond profit.

Neither the volunteers who work at the Bell Tower Gift Shop or the co-owners of The Word of Truth take a salary.

"God has blessed me with enough income to not take a salary," said Johns.

Johns said he isn't concerned about stores like Barnes and Noble because his purpose is different than the book giant's.

"If this store closed tomorrow, I know God would have used us to reach the people that we were meant to reach in these 10 months," said Johns.